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Mike CunningtonDeputy Commissioner
Information, Intelligence and Communications
The communications landscape continues to change
Digital media growing strongly, mostly at expense of newspapers
Much of our online time is now spent with social media
THE place to search “how to..”
News Media Audience and Revenue Growth, 2010-2011
17%
5%
1% 1% 1%
-4%
23%
-4%
-7%
9%
1%
-6%-7%
-1%
Online Network TV Local TV Cable TV Audio Magazine Newspaper
Audience GrowthRevenue Growth
Some statistics for 2014
35% of all search engine traffic from mobile Mobile search advertising to grow by 75% 77% prefer email for permission based
marketing 33% cite social networks as primary source
of brand choice information 78% CMOs think customer content is future
of marketing
News consumption is a case study in changing media habits
Source: Neilsen USA
Percentage Of Smartphone Users Who Use Their Phones While Watching TV
39%
61%
83%
Monthly Multiple Times a Week Daily
We are increasingly multi channel, using phones and tablets when watching TV. Channel planning needs to understand customer journeys to purchase.
4 rules to interacting with today’s mobile, connected, informed and impatient customer
Convenience
ExperienceTransparency
RelevanceWe used to spend time to save money. Now we spend money to save time. Saving time, effort, and providing simple solutions is key for a brand to remain relevant and valued.
We want to interact with the world around us. We look for brand experiences that engage and entertain. We are less interested in static, non-interactive content. Brands that engage and connect create affinity and remain top of mind.
We want to take the risk out of decision making. We want to assess products and services with relation to sources that we trust and make an informed, independent decision.
We value advice and solutions more when they are available at the right time or in the right place. Brands that deliver relevant and timely solutions, linked to a location or topics of interest hold greater potential for uptake.
But key principles endure
Now Confucius, he say… “Tell me and I’ll forget. Show me and I’ll remember. Involve me and I’ll
understand.”
People not consumers Engage not tell Talking with not at
“It’s no longer a case of how we can persuade people to drink our product but where can we go to meet them.” Mark Griffiths, Global Marketing Director, Guinness
Key principles of advertising endure
Be noticed
Be ascribed to the brand
Be remembered
To be relevant we must keep it simple
“Going forward we are focussed on aggressively managing our short term challenges and opportunities, and we remain committed to delivering our mid-term plan and serving our customers.” Major Automotive CEO
“You have to appreciate that the milestones we set in these swimlanes provide a roadmap for this flowchart, when we get to the tollgates we’ll asses where you sit in the waterfall.” Corporate project governance
“We provide variable entry solutions” Door company
Let’s speak English, not Powerpoint…
Be commercial
Understand how your organisation makes money
Concentrate on Marketing’s contribution to the organisation’s business goals
Continually demonstrate Marketing’s relevance to financial performance
Get out of the Marketing silo….
Your best resource is all around you – USE IT!
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